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WHAT’S IN A FLAME?The fire flame symbol was chosen
to communicate the idea of hot,
cooked and quality food,
especially natural cooked vs. fried.
A stylized version will add ease to
the flexibility of the brand.
WHAT’S IN A NAME?The concept name “Kogi” was
derived from the fusion of “K” for
korean BBQ, the korean word
“Gogi” meaning meat, and
“Bulgogi”, which means fire meat.
COLOR ME HUNGRY.Warm colors and off-reds are the
recommended choice for the main
color scheme. Red’s are known to
influence hunger. The base
background color should always
remain white however.
HIGH CONCEPT BRAND
KOREAN FUSION POP
Kogi as a brand and product
offering is focused on
delivering a clean iconic
cultural food experience. Key
factors are a unique product
offering with light
customization options, a fresh
modern presentation and pop
kitschy attitude. The aim is to
deliver Korean cuisine in the
palm of a hand that is easy,
quick and high quality, yet not
too foreign.
This is an initial concept overview.
Next steps would be to complete a
style & product sheet as appropriate.
EXISTING BRAND REFERENCESThe following brands are good references that communicate various qualities and elements that
Kogi should emulate, leverage or incorporate. By taking the time to understand what makes these
companies succeed, we can better refine the brand, presentation and product offering of Kogi.
BRAND STUDIES
COMPANY FOCUS AVOID
Pinkberry Clean pop pastel
colors, organic feel,
modern, clean
Passive colors and
presentation
Red Mango Strong contrasting
reds, simple but
custom menu
Excessive product
lines
Beard Papa’s Simple products with
light options, cult
following
kiddy brand
CPK Fusion blend of
american and asian
dishes
Too Californian
Wokcano Menu and in
restaurant
presentation
Cheap looking logo
Pink Taco Rock hot presentation
of mexican food
Grunge biker
overtones
Heart’s
Challenger
Portable promotion via
ice cream truck
The fact that they are
a band
UNIQLO Clean contemporary
brand and awesome
viral advert campaign
metropolitan multi
color variations
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